BHIM has announced a collaboration with Sony Entertainment Television’s flagship game show Kaun Banega Crorepati (KBC).
The partnership will introduce a special one-week edition of the show, exclusively curated for BHIM app users.
For the first time, a digital payments platform will be directly integrated with the programme, offering users a unique opportunity to feature on the show alongside Amitabh Bachchan.
Registrations for the ‘Golden Week’ will be open from 1 September to 10 October 2025 through a dedicated section within the BHIM app.
Ten shortlisted participants from across the country will be invited to the KBC set to compete in the Fastest Finger First round.
The selected contestants will then feature in a special five-episode series, giving them a chance to secure a place on the hot seat.
The initiative is aimed at building trust and familiarity with digital payments, while extending participation beyond urban audiences to families and first-time digital adopters in Tier 2 and Tier 3 cities.
According to NBSL, the collaboration highlights BHIM’s focus on inclusiveness and its mission to encourage safe and secure UPI transactions across India.
Lalitha Nataraj, Chief Executive Officer, NBSL, said “Partnering with such an iconic platform as KBC enables us to take our message into homes across the country, particularly in regions where awareness and confidence in digital payments are still developing. This collaboration builds on KBC’s legacy of trust to encourage every household to embrace the BHIM app.”
The media strategy for the campaign has been developed by Madison Media, which has emphasised the interactive nature of the association.
Abhik Banerjee, Chief Operating Officer, Madison Media, commented that KBC provides the perfect platform for BHIM to connect with audiences in a meaningful way, calling it “an opportunity to inspire participation and highlight the ease and safety of digital transactions through the BHIM app.”
The collaboration with Kaun Banega Crorepati represents BHIM’s first-ever integration with the iconic quiz show, blending entertainment with the promotion of digital adoption in a way that unites familiarity with innovation.
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